In Ikea’s ad titled “Freedom,” a man is leaving his cubicle-adorned office early. His co-workers rise and applaud with pride and support to the beat of the omnipresent “I’m Going Home” by Ervin Webb that plays throughout the commercial. The man’s wife is outside waiting for him and as they embrace each other, “If it costs less, you can work less,” is printed across the screen. The commercial ends with the Ikea logo and the slogan, “Live your life. Love your home” on the screen.
Credits
Agency: Robert/Boisen & Like-Minded Creative Director, Michael Robert; Senior Copywriter, Morten Kjaer; Account Director, Rikke Hove; Agency Producer, Rasmus Ejlers Production Company: @radical.media Director, Sebastian Strasser; Producer, Luke Beauchamp; Editor, Tony Kerns
PRETTYBIRD Director Salomon Ligthelm Reunites With Little Simz On “Flood” Music Video
PRETTYBIRD filmmaker Salomon Ligthelm reteams with English-Nigerian artist Little Simz on the conceptual and visually rich music video “Flood.”
Featuring Obongjayar & Moonchild Sanelly, “Flood” is a hyper-stylized meditation on materialism and its role in shaping culture.
Staying in a performance-based visual space, Ligthelm captures Little Simz in dramatic black and white. True to his signature photographic style--which borders on the edge of fine-art-like--the framing and texture of ‘Flood’ plays quite minimalist while the performances are equally playful and extravagant.
Ligthelm previously directed Little Simz’s 2021 award-winning music video “Introvert.”
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